Updated: July 30th 2025
Doing a concept testing survey sounds straightforward until you actually start building it. That’s where the right market research partner makes all the difference.
In 2025, the best research companies go beyond finding out what ideas people like most. They predict which ones will perform in-market.
This guide spotlights the top 10 market research companies for concept testing in 2025. Whether you’re an enterprise or an emerging brand, these companies mix speed, rigor, and AI-powered insight to help you make smarter decisions faster.
Why Concept Testing Matters in 2025
Concept testing helps you assess and evaluate your ideas before they go to market. It answers key questions:
- Will consumers buy it?
- Does it fit your brand?
- Which version performs best?
Done right, concept testing reduces risk, saves money, and increases the odds of market success. And in a fast-moving innovation landscape, it can become your secret weapon.
Read more: 7 Reasons Why Concept Testing Is Important
What to Look For in a Concept Testing Partner
There are good concept testing providers and there are great concept testing providers. Here’s what separates the leaders:
- Speed to Insight Timing is everything. Look for platforms that deliver results in days (or even hours) so you can make decisions in real time, not after the moment has passed.
- Mobile-first Testing Consumers don’t wait to get to a desktop to form opinions. Great partners meet people where they are: on their phones, in the moment, while they’re shopping or scrolling. This leads to more natural responses and better data.
- AI & Behavioral Science Gut instinct doesn’t scale. Top providers use predictive analytics, trade-off exercises, and behavioral frameworks to uncover what people say and what they’re likely to choose more.
Top 10 Market Research Companies for Concept Testing in 2025
1. Dig Insights
- Location: Toronto, Canada (with offices in the US and the UK)
- Size: 200+ employees
- Clients: McDonald’s, Coca-Cola, Johnson & Johnson, Meta, AB InBev
- Top Use Cases: Concept testing, product innovation, in-market performance forecasting
- Why They Stand Out: Dig’s proprietary platform, Upsiide, uses behavioral science and trade-off techniques to reveal which ideas will perform, not just which ones people like. Predictive analytics and intuitive dashboards make testing fast, visual, and decision-ready.
2. Suzy
- Location: New York, NY
- Size: 200+ employees
- Clients: Kraft Heinz, Clorox, Nestlé
- Top Use Cases: Concept testing, audience segmentation, message validation
3. Zappi
- Location: Boston, MA
- Size: 300+ employees
- Clients: PepsiCo, McDonald’s, Colgate
- Top Use Cases: Ad testing, concept validation, innovation screening
4. Dynata
- Location: Shelton, CT (global presence)
- Size: 3,000+ employees
- Clients: Top CPG, media, and research agencies
- Top Use Cases: Survey programming, concept testing, market segmentation
5. Attest
- Location: New York, NY & London, UK
- Size: 150+ employees
- Clients: Microsoft, Samsung, Unilever
- Top Use Cases: New product development, brand tracking, creative testing
6. quantilope
- Location: New York, NY (HQ in Hamburg, Germany)
- Size: 250+ employees
- Clients: Nestlé, Audi, Vodafone
- Top Use Cases: MaxDiff, Conjoint, TURF, segmentation
7. Ipsos
- Location: New York, NY (global HQ in Paris)
- Size: 18,000+ employees globally
- Clients: Fortune 500 brands, governments
- Top Use Cases: Concept screening, brand health tracking, U&A studies
8. NielsenIQ
- Location: Chicago, IL
- Size: 30,000+ employees globally
- Clients: Global CPG and retail leaders
- Top Use Cases: Innovation forecasting, retail activation, shopper insights
9. Appinio
- Location: Hamburg, Germany
- Size: 200+ employees
- Clients: Bosch, Samsung, Unilever
- Top Use Cases: Concept testing, pricing strategy, trend validation
10. Remesh
- Location: New York, NY
- Size: 150+ employees
- Clients: Allstate, American Express, Accenture
- Top Use Cases: Qualitative concept feedback, AI-powered group discussions, sentiment analysis
How to Pick the Right Partner
Choosing the right concept testing company is about finding the right fit for you. So, here’s how to narrow the field:
- Speed Needs If you’re in a rapid-fire innovation cycle, go for a platform that delivers insights fast and often. If you’re planning a long-term strategic launch, choose a partner who can go deep and collaborate with your team across milestones.
- Project Scope Testing a single idea? Or validating an entire portfolio? Some providers are built for speed and volume, while others shine in helping you explore concepts, territories, and positioning frameworks over time.
- Level of Support Do you want to self-serve with a research platform, or work alongside a team of experts? Some partners offer flexible models where you can toggle between DIY and white-glove consulting depending on your needs.
Ultimately, the best concept testing partner is the one that helps you move faster confidently and keeps your consumers at the heart of every decision.
Why Dig Insights Stands Out
Dig Insights’s proprietary innovation testing platform, Upsiide, is the only concept testing platform that predicts performance, not just preference.
With thousands of concept tests under our belt, we’ve built industry-specific templates and analytical frameworks that help global brands move from idea to in-market action, faster. Whether you’re testing new flavors, formats, claims, or pack designs, our customizable Templates give you a head start and a smarter finish.
Our Upsiide platform allows you to test up to 50 ideas in a single study, with no per-idea pricing. That means you can benchmark against competitors, flag cannibalization, and surface ideas that drive incremental growth — all in one go.
And with tools like our Market Simulator and built-in AI Idea Generator, you can model real-world performance and generate your next wave of ideas without ever leaving the platform.
“Instead of wasting another 6 months of productivity, which would have cost us a million dollars, we saved 6 months of back and forth.
And stakeholders saw $$$ in their eyeballs. You’re only as good as the decisions that get made. As an insights person, I was able to add so much value to the business and insert myself into the most important strategic innovation decisions.”
Billy Fletcher, Global Director of Human Insights, Coca-Cola Company
Have a few concepts brewing? We’ll help you find the one that’ll win.